Self-Expressive Benefits How people want to be perceived by others Brand as a“ badge Public vs private persona Self. Requires common Xpressive Benefits understanding of the brand Mercedes affluence Emotional Benefits Apple creative individualist Functional Benefits11 Self-Expressive Benefits • How people want to be perceived by others • Brand as a “badge” • Public vs. private persona • Requires common understanding of the brand – Mercedes = affluence – Apple = creative individualist Functional Benefits Emotional Benefits Self￾Expressive Benefits